A Report On Singapore Arts Festival

b) Compare the selected festival with a similar festival that has been successful in another city in terms of its marketing strategy;

Definition of a marketing strategy: It is a strategic way of utilizing its minimal amount of resources on the best selected opportunities to achieve competitive advantage.

Hence, in terms of festival marketing, there are a total of 8 P’s to be covered. They are the product, place, partnership, promotion, packaging and distribution, programming, people and price. They are divided into 2 categories, the experiential components and facilitating components.

Comparison between Singapore Arts Festival and Hong Kong Arts Festival in terms of marketing strategy

By comparing Singapore Arts Festival with the 2009 Hong Kong Festival, both festivals have maximized the use of the 8 P’s but on a different approach for some.

Product(Experiential)

Similarities: Both Festivals offers a wide range of performances such as Dance, Opera, Theatre, Music and many more. These provide customers/visitors with a unique experience that brings out the cultural sense to the city. Furthermore, the performance offered caters to different age groups and the programs consist of both paid and free admission. Each festival has their own specific descriptions of their events.

Differences:

Hong Kong Arts Festival- Offers an extra type of event category which is “family choice”. Some of the programs consist of age recommendations.

An event which has age recommendation( under family choice)- http://www.hk.artsfestival.org/en/prog/33/


Singapore Arts Festival- It has visual arts as a program category that HK arts festival lack of. Besides that, it does not have age recommendations for any event, visitors of any age are welcome. However, for the courtesy of the audience, children under the age of 6 are required to have a ticket each unless for valid reasons.

*Information found at " Children"- http://www.singaporeartsfest.com/ticketing/

Place(Experiential)

Similarities: There are different venues to accommodate different types of events and performances. For example, a bigger event such as the opening of the festival is held at marina barrage as it has enough space to accommodate the program and get it running while an opera performance such as the Beijing Opera Extravaganza by Hong Kong Arts Festival programs are held in a cultural theatre as it needs an enclosed area for maximized enjoyment.

Differences:

Hong Kong Arts Festival- All programs and events are located in enclosed locations such as the theatre, studios.

Singapore Arts Festival- Some of the programs and events are conducted in open-air places where visitors are able to interact with the performers. These programs include the glittering bestiary and the opening (Helios 2) which are held in places such as the marina barrage, the streets along Orchard MRT etc.


Place(Facilitating)


Similarities: Both festivals have their own respective websites to help in the distribution of event products and sales to customers. They also allow customers to book their tickets which increase the convenience for them.


* Note: Apparently, there are no big differences in the way of their distribution of tickets. They can be through the internet, telephone, fax, counter/at the door purchase of tickets and postal bookings.

Partnership(Facilitating)

Similarities: Both festivals are in partnership with governments agencies such as the Hong Kong Tourism Board and the Singapore Tourism Board. Furthermore, both festivals are supported by several sponsors such as major and official sponsors.

Differences:

Hong Kong Arts Festival- They emphasize the importance of partnership in a way that they have many benefits for those who are willing to be partners with them. They have the programme sponsorship, patron’s club, student ticket scheme and the new works donation scheme.

Unlimited and Unique Opportunities

Programme Sponsorship is a cost-effective marketing tool to enhance your corporate image. The Arts Festival's diverse roster of performances creates numerous target markets; one or several of them will match yours. Choose a specific programme to sponsor and several related programmes marketed under an umbrella title or joint-promotional project.

Benefits:

* Logo Exposure
* Spin-off Publicity
* Free Advertising
* On-site Publicity
* Online Publicity
* Extensive Run-Up Exposure
* Complimentary Top-price Tickets
* VIP Invitation
* Priority Advance Booking

Associate Yourself with the Premier Arts Event of Hong Kong

Enjoy the many privileges of being a Patron's Club member. We welcome corporations or individuals to join. By being a member, you are making a contribution to the enhancement of arts and cultural activities in Hong Kong. Your company or your name will be acknowledged over 600,000 times in the Festival publications. This means high exposure throughout Asia and in the premier arts event of Hong Kong!

There are four categories of memberships :

* Platinum Membership HK$95,000
* Gold Membership HK$75,000
* Silver Membership HK$50,000
* Bronze Membership HK$40,000

Benefits:

* Complimentary Top-price Tickets
* Complimentary Tickets to the Festival Opening Performance and/or Finale Performance
* Invitation to the Festival Opening Reception
* Premiere Exposure in the Festival Publications
* Use of VIP Box
* Priority Booking
* Exclusive Offer for On-line Publicity
* Invitation to the "Festival Plus" Events
* Favourable Discounts on Advertisements in the Festival Publications

2009 Platinum Award Donars
2009 Platinum Award Donors

The Key to Performing Arts

Donations to the Student Ticket Scheme will enable full-time students to attend Festival performances at 50% discount. This significant scheme has generated much interest from foundations, companies and individuals who share our vision of sowing cultural seeds among the younger generation. Donations to this scheme can be made online when tickets are purchased.

Major donors will be recognised under the following listings:

* Platinum Award HK$120,000 and over
* Diamond Award HK$60,000 to HK$119,999
* Gold Award HK$10,000 to HK59,999
* Silver Award HK$5,000 to HK$9,999
* Bronze Award HK$2,500 to HK$4,999

Benefits:

* A cheque presentation ceremony and special acknowledgement will be arranged for Platinum Award donors
* Donations over HK$5,000 will be acknowledged in the Festival publications
* Donations over HK$100 are tax-deductible

http://www.hk.artsfestival.org/en/mail/donate/student

Your Donation is the Nutrient for Blossoming

Donations enable the Hong Kong Arts Festival to commission new works which provide new and exciting opportunities for both local talents and overseas artists. Their emerging ideas and works are not only showcased to the Hong Kong community, but also to the international arts scene.

Donors will be recognized under the following listings:

* Innovation HK$1,000 and above (‡∆ ◊ ∞)
* Imagination HK$500 to HK$999 (‡ ∆ ◊)
* Inspiration HK$499 or less (‡)

Benefits:

‡ Priority Booking
∆ Opportunities to Attend “Behind the Scenes” Events
◊ Special Acknowledgement in the Festival Publications and the Festival Finale Advertisement
∞ Opportunities to Receive a Souvenir/an Autograph from Artists

Donations over HK$100 are tax-deductible

http://www.hk.artsfestival.org/en/mail/donate/newwork


*Taken from Hong Kong Arts Festival 2009 Website- http://www.hk.artsfestival.org/en/


Singapore Arts Festival- They provide benefits for people who are willing to join the ArtsFest Club. These benefits includes receiving great offers and discounts from partners of Singapore Arts Festival. Furthermore, there are other exclusive privileges for members of ArtsFest Club.

*The exclusive benefits are shown below

Join the ArtsFest Club!


Make the most of the Singapore Arts Festival by becoming an
ArtsFest Club member. You'll enjoy an exciting array of exclusive privileges.

As a member, you'll:

* Gain first-hand information on the ArtsFest
* Be one of the privileged few to have the ArtsFest early-bird flyer delivered to your home
* Book your favourite ArtsFest shows at heavily-discounted prices and reserve the best seats during the priority booking period
* Receive regular email updates on ArtsFest shows
* Enjoy great discounts and special promotions at our partners' outlets
* Be able to now shortlist and share your favourite core performances with your friends.


Taken from Singapore Arts Festival 2009 website- http://www.singaporeartsfest.com/artfestclub/

Promotion(Facilitating)

Similarities: They both have all 3 types of “communication mix”. The events are advertised on their respective websites with sales promotions such as discounts. Public relations are also involved as the public are invited to join the memberships of each festival to enjoy special privileges such as getting the latest news items of upcoming events.

Differences:

Hong Kong Arts Festival- Offers the “buy now and pay later” promotion for customers. This means that for all “Hong Kong Arts Festival MasterCard” cardholders, they are able to enjoy 6-10 months of interest-free installment period (excludes handling fees) to pay for festival tickets. Public relations are achieved by encouraging the public to be partners with them. These partners can come in the form of a programme sponsorship, patron’s club, student ticket scheme and new works donation scheme. Their benefits consist of free advertising, spin-off publicity and many more.

http://www.hk.artsfestival.org/en/promotions/

Singapore Arts Festival- Early Bird Discounts for customers. In addition, one just has to present the ArtsFest Club card or tickets to receive great offers and discounts from the following partners (Marina Mandarin Singapore, Harry’s bar, The Heeren Shops, Dome, and Rendezvous Hotel Singapore. Furthermore, their public relations are achieved through the free membership to join the ArtsFest Club for privileges such as getting first-hand news about upcoming events.

http://www.singaporeartsfest.com/promotions/

Packaging and Distribution(Facilitating)

Similarities: Tickets can be bought or booked online or through the telephone or fax at discounted rates with terms and conditions applied. However, it recommended to book in advance. They have their own various types of intermediaries to help them carry out the bookings. Their distribution network consists of the internet, telephone, faxes, and companies such as SISTIC (Singapore) and URBTIX (Hong Kong) that act as intermediaries.

Differences:

Hong Kong Arts Festival- Includes advance bookings which are offered at discounted rate with extra benefits given. Furthermore, the convenience of booking is enhanced by the various distribution networks mentioned above.

http://www.hk.artsfestival.org/en/book/

Singapore Arts Festival- Customers get package discounts upon purchase of 4 or more tickets. And for all full-time students, NSFs and senior citizens of 60 years and above, they would be able to enjoy a 20% discount for any value purchase through all sales channels.

http://www.singaporeartsfest.com/ticketing/

Programming(Experiential)

Similarities: The program schedules are posted on their respective websites for customers’ reference . This is to enable them to plan ahead to best suit their schedule. All programs are spread throughout the festival periods. The durations of each programs is a few hours.

Differences:

Hong Kong Arts Festival- The program schedule from the website lists out the various types of event that is going to be happening within the festival period. An event planner/calendar is also available to help customers make arrangements for their ticket bookings.

Event schedule- http://www.hk.artsfestival.org/en/prog/

Event planner- http://www.hk.artsfestival.org/en/planner/

*Picture above extracted from brochure of Singapore Arts Festival 2009

Singapore Arts Festival- Besides listing the programs, the brochure contains a timetable of the events and its date and venues to help customers get a better overview of the schedule.

*Volunteers in light green t-shirts

People(Experiential)

Similarities: On some occasions, customers would be able to interact with the setting as soon as they get there and they would be greeted by the good hospitality of the staffs and volunteers. For example, visitors/customers would receive a bottle of mineral water each when they reach the opening of the Singapore Arts Festival. Furthermore, visitors who have any doubt of the event can consult the receptions available at each event destinations and also grab some brochures for programs information. However, there are also some occasions whereby customers interact with the performers.

Differences:

Hong Kong Arts Festival- Those who frequent the events would be notified and become “festival friends”. These “festival friends” would then be able to enjoy special benefits. Most of the time, the working committee would be able to interact with customers easily as the venues selected are more organized compared to open-air ones. Hence, customers would be greeted and given hospitality before entering the theatre (for e.g.).

http://www.hk.artsfestival.org/en/friends/

Singapore Arts Festival- Some events don’t involved volunteers or staffs interacting with visitors but instead the performers do the job. Take for example, the “Glittering Bestiary” which is an art on the move from the outside of Orchard Mrt to Ngee Ann city. Performers went around “disturbing” passer-by or even taking pictures with them. This is to get them participate in the move.

Price(Facilitating)

Similarities: For those programs that require customers to pay for what they watch, the tickets are priced according to seat arrangements and age in terms of adult and students. The front seats are priced higher than the back seats and students get cheaper rates

Differences:

Hong Kong Arts Festival- Besides setting prices on tickets, prices are also set on membership fees. For instance, the patron’s club consists of a platinum membership costing HK$95,000, Gold membership costing HK$75,000, Silver membership costing HK$50,000 and Bronze membership costing HK$40,000.

http://www.hk.artsfestival.org/en/partner/

Singapore Arts Festival- Applying for membership to ArtsFest club is free. Prices are set on booking charges and delivery fees from SISTIC. Hence, $1 is charged for every ticket priced $20 and below, and $3 charged for every ticket priced above $20.

http://www.singaporeartsfest.com/ticketing/

C) Inform your reader about these best practices.

Good staging for performance
Marina barrage is big enough to ensure that each and every audience gets to see the opening of the event clearly. Visitors can take a slow walk up around the Marina barrage and experience a “tree top” view of the event. Customers are free to choose whether they want to view the performance from the top or the ground floor.

Free beverages provided for visitors
Visitors are provided a bottle of water each as they arrive for the opening for the festival. Furthermore, they are entitled to free co-colas at the reception counter outside the toilets.

Free shuttle buses provided
In some events like the opening of Singapore Arts Festivals, shuttle buses are provided for visitors from the bus stop in front of International Plaza (Tanjong Pagar) to Marina Barrage.

Good lighting's
The lighting's around the performing area of Marina barrage fits perfectly with the environment and the performance can be viewed clearly without any difficulties.

Toilets available
Despite being an open-air area, toilets are provided for the visitors and they are located near to the back of the reception counter, thus, providing convenience. This is considered a good practice as not many open-air events provide toilets.

D) Identify the stakeholders in these event or festival;

*Picture above taken from the brochure of Singapore Arts Festival 2009( The Outreach Guide)


Basically, there are a total of 7 stakeholders in this event. They are the Host Organization, Host Community, Participants and Spectators, Co-Worker, Media and the Sponsors.

Host organization: National Arts Council Singapore.

Host Community: Uniquely Singapore(visitsingapore.com).

Participants and Spectators: Volunteers, working staffs, Visitors and all VIPs.

Co-Workers: Singapore Tourism Board, Tote Board, PSB Academy, Shaw Foundation and the University of Western Australia.

Media: Official TV Station Channel 5 and Supporting TV Station OKTO.

All Sponsors:

1. Official sponsors - Official TV Station Channel 5, Supporting TV Station OKTO, and Official Sparkling Beverage Coca Cola Light.

2. Major sponsors - Lee Foundation, Urban Redevelopment Authority, Hong Leong Foundation, Vivo City, WingTai Asia, Raffles City, Public Utilities Board, Suntec Singapore, and SMRT.

3. Sponsors- Marina Mandarin Singapore, Singapore Chinese Chamber of Commerce and Industry, Starhub Cable Vision and Yahoo.

E) Reflect on the main purpose of this event or festival;

Basically, the main purpose of such an event or festival is to help bring out the artistic and cultural life of Singaporeans. Furthermore, it also helps speed up the development of Singapore into Asia’s first major cultural capitals today.

F) Comment on the amount of tourism benefits received by the host city of the chosen event.

Demand for Arts
The unique experience left by the festival to the customers would generate a growing public demand for arts and also help creates new cultural platforms.

Tourism revenue increased
Visitors who visited the festivals tend to have an extended length of stay. Hence, this would increase the revenue earned from these tourists.

Tax revenue increased
The more the tourists spend, the more the tax fees are charged upon them. Usually, tourists who come for such unique events tend to spend a lot as it leaves them with memorable experience. Thus, results in a rise in tax revenue.

Business Opportunities
The Singapore Arts Festival provides the host community with a strong platform to display their expertise, hosting potential investors and also help promote new business opportunities.

Creation of Employments
The revenue collected from the influx of tourists as service revenue can be used for building other infrastructures that could be a platform for employment opportunities.

References

1) Singapore Arts Festival Website, http://www.singaporeartsfest.com/flash_index.html#/all

2) Hong Kong Arts Festival Website, http://www.hk.artsfestival.org/en/

3) Wikipedia, http://www.wikipedia.org/

4) Festivals and management lecture notes 1-5

5) Singapore Arts Festival "Outreach Guide" brochure